Coke launches new flavor to keep customers from leaving it behind

Coca-Cola

Coca-Cola

Soft drink giant Coca-Cola has introduced its first new flavor in more than a decade.

"What we realized is that we had a diamond in the rough when we looked at our flavors portfolio", said Kate Carpenter, brand director of Coca-Cola.

The beverage company is introducing new graphics on the Cherry and Vanilla packages for a "bit of a facelift", she said.

The companies have pulled Diet Coke napkins that encouraged people to write down their phone number on them and hand them to their "plane crush", reports Fox News. Orange Vanilla Coke was available in Canada last summer for a limited time, and it tested well with United States consumers. Importantly, they also said they'd buy it in addition to a regular Coke, rather than replacing it. "We only tweaked the blend of natural flavors, which are proprietary to Coca-Cola, so the ingredient list on the Nutrition Facts Panel on cans and bottles is the same".

Orange Vanilla joins longstanding favorites Vanilla Coke, launched in 2007, and Cherry Coke, which has been on the market since 1985.

While Orange Vanilla Coke was available for a limited time in Canada last summer, this month's release represents the first new Coke flavor to be introduced in the U.S. in more than ten years. The company quickly returned to its original recipe.

New flavors, he added, are a way of drumming up attention for the brand.

A line extension gives a product more space on retail shelves.

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